We were approached by a regional airline who had decided to revamp their web experience and wanted us to give them some creative options for a payment system that could make them stand out from the leading travel brands.
We conducted a comparative analysis of the top 10 travel websites and found that almost all of them offered similar features. The only features missing were flexibility of dates, inability to customize the trip or redeem their miles, if they even knew of them.
We created a mental model of the user behavior, pain points, motivations and needs and aligned them with our vision of proposed features to support those needs.
Which behavior pattern are users using? Are they going straight from one task to the next or are they using controlled or complex evaluations to weigh the different elements?